Mischievous Rabbit

Identity SystemArt Direction/Design: Molly McPeake

The Mischievous Rabbit is a children’s clothing store based out of California. The concept for this identity system stemmed from the meaning of the word ‘mischievous’. The letters ‘c’ and ‘e’ are slightly turned as if they were misbehaving. The rabbit icon shares the same curious nature with his wide eyed unassuming expression.